What TOEFL does

TOEFL, operated by the Educational Testing Service (ETS), is a globally administered English language proficiency assessment designed for international students seeking admission to English-medium universities. ETS is a private non-profit founded in 1947; the TOEFL product was launched in 1964 and has since served over 40 million test takers. The flagship offering, TOEFL iBT (Internet-Based Test), evaluates four academic English skills — listening, speaking, reading, and writing — within the context of university-level study (lectures, coursework, class discussions), and is accepted by 13,000+ institutions across 160+ countries.

The test is delivered through two parallel channels: secure at-home online proctored testing and authorized physical test centers, both producing identical scoring and recognition. Results are returned in as little as three days. The product is distributed exclusively through ETS's direct-to-consumer registration portal (toeflibt.ets.org) with no intermediary resellers, and revenue is generated on a per-transaction basis from individual test-taker registration fees. ETS also operates GRE and Praxis assessments, but TOEFL represents ETS's most internationally distributed product, with brand equity built over 60+ years of institutional acceptance.

Name

TOEFL

Legal name

Educational Testing Service (ETS)

Website

https://toeflgoanywhere.org

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

TOEFL, operated by ETS, administers the TOEFL iBT English language proficiency test accepted by 13,000+ institutions across 160+ countries, serving international students applying to English-medium universities through at-home and test-center delivery.

Ownership category

akta.pro rank

Product category

English Language Proficiency Testing

NAICS

Exam Preparation and Tutoring (611691), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

English Proficiency & International Admissions Exams (TOEFL/IELTS/PTE/Duolingo) Prep (EDANABAC)

akta.pro secondary industry

English Test Preparation (IELTS, TOEFL, Duolingo English Test, etc.) (EDAAACAJ)

Keywords

• English proficiency testing
• Standardized assessment
• Language certification
• Academic admissions testing
• Study abroad assessment

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. TOEFL iBT Test Registration Fees: Individual test takers pay registration fees to take the TOEFL iBT test. The test can be taken at home online or at a test center. Revenue is generated on a per-transaction basis from direct consumer payments.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

TOEFL administers the TOEFL iBT, a standardized English language proficiency test for international students and professionals seeking admission to English-language universities, professional licensure, or immigration. Test takers complete integrated reading, listening, speaking, and writing tasks on a computer-delivered platform, with scores accepted by more than 10,000 institutions and agencies worldwide.

Product overview

TOEFL offers a single unified product: the TOEFL iBT (Internet-Based Test), which is an English language proficiency assessment designed to evaluate academic English skills. The test measures listening, speaking, reading, and writing abilities in the context of real university coursework. It is accepted by 13,000+ institutions across 160+ countries and has served over 40 million test takers globally. The TOEFL iBT is offered in two delivery formats (at-home online and test center) but represents one consistent test with unified scoring.

Differentiator

Problem solved

Functional benefit

Brands

• TOEFL iBT: Internet-based English language proficiency test measuring listening, speaking, reading, and writing skills for academic purposes.

Products and services

• TOEFL iBT (Internet-Based Test) Computer-delivered standardized English language proficiency test measuring reading, listening, speaking, and writing, intended for international students applying to English-medium universities, professionals seeking licensure, and immigration applicants. Scores are reported on a scaled basis and accepted by 10,000+ institutions and agencies globally.
• TOEFL iBT Home Edition At-home, online-proctored version of the TOEFL iBT that allows test takers to complete the same assessment remotely with a live human proctor, extending access to candidates in regions without nearby test centers.
• TOEFL Score Reporting Service Service that transmits official TOEFL score reports to designated institutions and agencies, enabling test takers to send results to multiple recipients as part of their application process.

Quantifiable outcome

• 91% of educators prefer the updated TOEFL iBT test (based on Unlocking the Power of TOEFL event survey, 655 responses)
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cambridge English Qualifications (C1 Advanced, C2 Proficiency): Cambridge English offers internationally accepted proficiency exams (C1 Advanced, C2 Proficiency) widely used for university admissions and immigration. It competes with TOEFL iBT particularly in Europe, the UK, and Commonwealth countries.
• Duolingo English Test: Duolingo English Test is the most disruptive emerging competitor — a fully online, AI-proctored, lower-cost English proficiency assessment gaining acceptance at a growing number of universities. Its price point and accessibility directly challenge TOEFL iBT, particularly among price-sensitive international students.
• IELTS: IELTS is the most direct competitor to TOEFL, offering a co-equal English proficiency test accepted by universities, employers, and immigration authorities worldwide. It is jointly managed by the British Council, IDP, and Cambridge Assessment, and competes head-to-head for international students.
• PTE Academic: PTE Academic is Pearson's AI-scored English proficiency test accepted by thousands of institutions globally. It competes directly with TOEFL iBT on speed of results, AI scoring methodology, and university acceptance programs.

Emerging players

• Oxford Test of English (OTE): Oxford University Press's adaptive online English proficiency test targets international students and is accepted at select universities. It competes on convenience and adaptive testing experience, partially overlapping with TOEFL iBT's online delivery.
• LanguageCert International ESOL: LanguageCert offers English language exams accepted by universities and immigration authorities, positioning as a viable alternative in Europe and Mediterranean regions. While smaller in scale than TOEFL, it competes for share of international student testing.
• EF Standard English Test (EF SET): EF SET is a free, adaptive online English test offered by EF Education First, increasingly used by universities for placement and admissions. It competes in the online/proctored segment and targets international student segments similar to TOEFL.

Regional players

• Kaplan International English: Kaplan operates English language training and pathway programs that prepare international students for university, with its own proficiency assessments in select markets. While primarily a prep provider, it competes adjacent to TOEFL in the international student onboarding journey.

Others

• Educational Testing Service (ETS) — GRE / Praxis: ETS is the parent organization that administers TOEFL alongside other standardized assessments like GRE and Praxis. While not a competitor to TOEFL specifically, it provides organizational context for the scale and R&D capability behind the TOEFL brand.

Broad incumbents

• Pearson (parent of PTE): Pearson is a broad incumbent in education and assessment, owning PTE Academic (direct TOEFL competitor) as well as a portfolio of K-12 and higher-ed instructional content. Its scale and digital assessment infrastructure make it comparable as an institutional competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TOEFL